Strategy Briefing

Green Buying Behaviour: Global Online Survey

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About This Report

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The growing emphasis on food safety and environmental issues means that terms such as “green”, “organic”, “locally sourced”, “free range” and “fair trade” have begun to feature increasingly on the labels and ingredient lists of an array of consumer goods. This new report analyses results from Euromonitor International’s 2011 Annual Study of global consumers across eight countries to find out how these factors are guiding shoppers’ purchasing decisions and what this means for marketers.

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Table of Contents

Green Buying Behaviour: Global Online Survey Strategic Analysis

EXECUTIVE SUMMARY

Survey findings

The importance of green descriptorsChart 1 Global: “How important are the following factors/descriptors to you when considering purchasing a product or service?”Trust in label descriptorsChart 2 Global: “How trustworthy do you consider the following descriptors when used to label products?”

The definition of “natural” and “organic”

What shoppers are willing to pay more for

Chart 3 Global: “I am willing to pay more for a product that is _”

The impact of dietary restrictions

Outlook

RATIONALE AND CONTEXT

The survey

Report focus

Economic context

Table 1 Real GDP Growth by Country 2009-2011

GLOBAL OVERVIEW

What counts most for shoppers?

Key findings:Green issues matter less than price and qualityEmerging market consumers show new enthusiasm for green credentialsThe development of fair tradeTable 2 Fairtrade Sales by Country 2009-2010The growing importance of sustainabilityChart 4 “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by countryChart 5 “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by gender

How trustworthy are label descriptors?

Key findings:Interest in green/ethical products does not equate to trust in labelsOrganic labelling regulationsDistinguishing the good from the badScepticism remains over fair trade labelsConfidence in “natural” and “organic” labels highest in emerging marketsChart 6 “How trustworthy do you consider the following descriptors when used to label products?”, by country

How do shoppers define “natural” and “organic”?

Key findings:Shoppers not convinced that organic means healthyChart 7 Global: “To me, a “natural” product is one that is:”Chart 8 Global: “To me, a “organic” product is one that is:”

What are shoppers willing to pay more for?

Key findings:Health prevention seen as a priorityShoppers become more benevolentConcern for animal welfare boosts free rangeShoppers support local producersCarbon footprinting emergesChart 9 “I am willing to pay more for a product that is _”, by country

The impact of dietary restrictions

Key findings:The trend towards lower meat consumptionChart 10 Dietary restrictions pertaining to meat-eating by countryChart 11 “How important are the following factors/descriptors to you when considering purchasing a product or service?”: meat-eating/non meat-eating split

BRAZIL

What counts most for shoppers?

Key findings:New middle classes take greater interest in green productsChart 12 Brazil: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 13 Brazil: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Health claims not permitted on NH productsOrganic legislation recently introducedChart 14 Brazil: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 15 Brazil: “How trustworthy do you consider the following descriptors when used to label products?”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:Growing middle classes create demand for premium productsChart 18 Brazil: “I am willing to pay more for a product that is _”, by genderChart 19 Brazil:“I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

CHINA

What counts most for shoppers?

Key findings:Food safety issues fuel demand for “safer” foodsChina’s fledgling green movementChart 22 China: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 23 China: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Prevalence of fake claims dents confidence in green labelsChart 24 China: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 25 China: “How trustworthy do you consider the following descriptors when used to label products?”, by age group

How do shoppers define “natural” and “organic”?

Key findings:Fake organics deter shoppersAnimal welfare enters the agendaOrganic seen as more healthyChart 26 China: “To me a “natural” product is one that:”Chart 27 China: “To me an “organic” product is one that:”

What are shoppers willing to pay more for?

Key findings:Growing consumer sophisticationFair trade still undevelopedChart 28 China: “I am willing to pay more for a product that is _”, by genderChart 29 China “I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

FRANCE

What counts most for shoppers?

Key findings:Green products hampered by desire to cut costsFrench shoppers remain loyal to local communitiesChart 32 France: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 33 France: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Increasing array of claims causes confusion“Locally sourced” products gain consumers’ trustChart 34 France: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 35 France: “How trustworthy do you consider the following descriptors when used to label products”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:French willing to pay more for free rangeLocal food markets remain popularChart 38 France: “I am willing to pay more for a product that is _”, by genderChart 39 France “I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

GERMANY

What counts most for shoppers?

Key findings:Pioneers of the green movementChart 42 Germany: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 43 Germany: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by age group

How trustworthy are label descriptors?

Key findings:Lack of trust in green labelsAnimal welfare high on the agendaChart 44 Germany: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 45 Germany: “How trustworthy do you consider the following descriptors when used to label products”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:Local and free range products most worth the premiumChart 48 Germany: “I am willing to pay more for a product that is:”, by genderChart 49 Germany: “I am willing to pay more for a product that is:”, by education level

INDIA

What counts most for shoppers?

Key findings:Enthusiastic shoppersThe fledgling fair trade marketChart 52 India: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 53 India: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Strong trust in "natural" and "organic" labels“Fair trade” and “free range” concepts still hazyChart 54 India: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 55 India: “How trustworthy do you consider the following descriptors when used to label products”, by age group

What are shoppers willing to pay more for?

Key findings:Indians willing to pay more for green attributesFair trade does not yet attract a premiumChart 58 India: “I am willing to pay more for a product that is _”, by genderChart 59 India: “I am willing to pay more for a product that is _”, by education level

Market trends

JAPAN

What counts most for shoppers?

Key findings:Japanese show little interest in green consumerismJapan disaster affects fish supplyChart 62 Japan: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 63 Japan: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Organics identifiable by JAS sealFair trade still in its infancyChart 64 Japan: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 65 Japan: “How trustworthy do you consider the following descriptors when used to label products”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:Shoppers reluctant to pay a premium for green productsGovernment takes action to reduce carbon footprintChart 68 Japan: “I am willing to pay more for a product that is _”, by genderChart 69 Japan: “I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

UK

What counts most for shoppers?

Key findings:Recession dampens interest in green attibutesSustainability and support of local communities come out topChart 72 UK: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 73 UK: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by work status

How trustworthy are label descriptors?

Key findings:Fairtrade label inspires confidenceChart 74 UK: Sales of Fairtrade Products by Type 2009More companies join the frayChart 75 UK: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 76 UK: “How trustworthy do you consider the following descriptors when used to label products”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:The power of the celebrity chefFarmers’ markets benefit from trend toward local foodsCarbon labelling loses paceChart 79 UK: “I am willing to pay more for a product that is _”, by genderChart 80 UK: “I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

US

What counts most for shoppers?

Key findings:Demand for green products constrained by recessionChart 83 US: Number of Operating Farmers’ Markets 2008-2011Fair trade movement gains momentumChart 84 US: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by genderChart 85 US: “How important are the following factors/descriptors to you when considering purchasing a product or service?”, by age group

How trustworthy are label descriptors?

Key findings:Fake claims cause controversyFDA toughens up on “natural” claimsFree range remains unregulatedWhole Foods Market introduces animal welfare labelling systemAwareness of fair trade still lowChart 86 US: “How trustworthy do you consider the following descriptors when used to label products?”, by genderChart 87 US: “How trustworthy do you consider the following descriptors when used to label products”, by age group

How do shoppers define “natural” and “organic”?

What are shoppers willing to pay more for?

Key findings:Support for local producersCarbon footprinting only just emergingChart 90 US: “I am willing to pay more for a product that is _”, by genderChart 91 US: “I am willing to pay more for a product that is _”, by education level

Trends in organic and natural food

OUTLOOK AND IMPLICATIONS

Economic uncertainty will continue to dampen confidenceResponsible consumerism: the buzzword of the future?Health and safety will remain a priorityPotential in developing marketsNeed for more clarity of labelsTrend towards “buying local” will continueAnimal welfare concerns drive free range growthFair trade set to growIs there a future for carbon labelling?Products must have it all